A Study on the Impact of the Social Network Facebook in Promoting Materialism (Based on the Perspectives of Balkh University Students)

چکیده

Media, as a means of communication and interaction with strong influence and power in boosting awareness and providing information, play a key role in social, cultural, political, and economic life. This research aims to examine the role of the social network Facebook in encouraging and expanding materialism and consumerism from the perspective of students at Balkh University. The study seeks to clarify how social networks can either support positive development and progress or promote consumerism and waste in different aspects of life. Using a descriptive survey method, the research investigates students’ perceptions of Facebook’s influence on consumer culture. The statistical population includes all students at Balkh University, from which a random sample was selected based on Krejci and Morgan’s table. The theoretical framework draws upon key communication theories, including uses and gratifications theory, as well as social learning theory, with particular emphasis on the role of media in shaping and reinforcing materialistic values among children, adolescents, and adults. The results indicate that, compared to other social networks, Facebook holds the most significant position in Afghanistan in promoting materialistic tendencies and consumer-oriented lifestyles. This influence is further reinforced by other media, especially television, which plays a decisive role in shaping consumer choices. Moreover, the findings show that advertisements for various goods widely disseminated through Facebook have substantially contributed to encouraging materialistic values and reinforcing consumer needs among individuals.